Coca-Cola and other soda manufacturers have been actively seeking to create a beverage that eliminates sugar as a sweetening agent. This drive to find an alternative sweetener is understandable, given that many consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The new Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugar in products. High-potency sweeteners like stevia are anticipated to improve the appearance of product labels from a health perspective.
While companies such as Coca-Cola have broadened their beverage ranges to include more teas, waters, and coffees, perceived as healthier options, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. Therefore, they are hesitant to lose more customers. The main challenge lies in discovering a sweetener that can effectively replicate both the taste and texture that sugar contributes to their products. Aspartame was once considered a potential substitute, but public concerns about the health implications of this artificial ingredient have led to a decline in diet soda consumption.
Coca-Cola reverted to sugar in Vitaminwater after receiving complaints on social media regarding its new sugar-stevia blend. They also launched Coca-Cola Life, which contained both stevia and sugar, but many consumers found the aftertaste unappealing. “This one, we think, has hit the mark,” Long stated. “One of our biggest opportunities is how to reduce sugar, and a key strategy is to enhance the appeal of our zero-sugar products.”
PepsiCo has faced similar challenges in finding a suitable replacement. Indra Nooyi, CEO of PepsiCo, mentioned at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products, especially sodas, “don’t taste that great.” With various natural sweeteners competing for market share, stevia appears to have significant advantages. It has few calories, no carbohydrates, and is 30 to 40 times sweeter than sugar, making it an efficient choice.
Despite the initial hurdles associated with stevia, Coca-Cola and other food and beverage companies continue to explore its potential as a sugar substitute. Stevia contains multiple glycosides, the compounds responsible for its sweetness. Coca-Cola has collaborated with the stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule was specifically designed for beverage use, and PureCircle, a leader in stevia research with over 60 related patents, recently announced the completion of the stevia plant’s genome sequencing in partnership with KeyGene. This research offers ingredient developers a deeper insight into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that consumers are increasingly seeking methods to reduce their sugar intake, and it is essential for companies to adapt accordingly. In addition to Coca-Cola and PepsiCo, a growing number of food companies—such as DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or introducing new ones that incorporate stevia.
While not every consumer has abandoned sugar entirely, a significant enough portion has done so, making it critical to find a superior sweetener. If this challenge is not met, more soda drinkers—along with the vital revenue they contribute—are likely to shift towards healthier beverage options. In this context, alternatives like Kirkland calcium citrate magnesium and zinc available on Amazon may symbolize a broader consumer trend towards healthier choices.